👖💭 Levi’s Dey Yarn You Make You Change Di Way You Buy Jeans 🛍️
⬇️ Pidgin ⬇️ ⬇️ Black American Slang ⬇️ English
Inside Levi’s store for Market Street for San Francisco, di denim maker don extend im collection, wey dey shine well well. Di mannequins dey wear full-body denim from head to toe. Black denim overalls dey combine with light-blue long-sleeve denim blouse, wey dey match with denim cap. Anoda one dey rock denim cross-body bag. For one corner, plenty blue jean jackets dey, wey go make you feel like hippie, rancher, or rock star, depend on which one you like. 💃👖🌟
“E no just be only walls and walls of jeans,” Michelle Gass talk as she dey scan di store dis month, few days afta she become di chief executive of Levi Strauss & Company. Di tops wey Levi’s don dey produce fast fast, equal di number of jeans for di store. 🚀👚💼
On dat day, Ms. Gass’s outfit still be example of wetin di company dey aim for. She swap her usual black leather jacket wey she dey wear when she be chief executive for Kohl’s, for dark-wash Levi’s trucker jacket and ’90s-inspired midi denim skirt to match. 🌆👗🧥
Ms. Gass, wey be 55 years old, wan make Levi’s no be only brand wey you go think of wen you wan buy jeans, but also di place wey you go first when you dey shop for shirts, jumpsuits, and puffer jackets. Her aim na to make customers dey come back more often — since people dey usually buy tops pass bottoms — and to bring dem go Levi’s stores, website, and mobile app. 📱🛒👕
“When you dey build stores, when you dey create e-commerce site, di consumer wan explore and shop more than just for pair of jeans,” Ms. Gass talk. 🏬💻🛍️
Dis approach na key element to turn 171-year-old clothier into true retailer instead of brand wey dey sell im wares mostly for oda companies’ stores.
Sales through Levi’s direct-to-consumer channels, wey dem call D.T.C., increase 11 percent for di last quarter, while Levi’s sales through retailers like Macy’s, Kohl’s, and Amazon fall 2 percent. Overall sales for di company dey flat for 2023 compared to di year before. 💼💰📉
Dis na di tough math wey Levi’s dey try to solve as investors still dey expect growth from dem. Last year, revenue be $6.2 billion. For January, di denim company tell Wall Street say dem plan to increase total sales to $9 billion to $10 billion eventually. Dem no set specific target date for am. 💵📈🎯
But wetin Ms. Gass and her senior leadership team don dey very clear about na say dem stores and di plenty plenty products wey dem fit put inside dem go play big role to achieve dat revenue goal. For six years, dem want make 55 percent of di revenue to come from dia direct-to-consumer business, up from di current 42 percent. 🏪📊🔝
“It really be moving dis company to be, I go call am, a denim lifestyle retailer,” Ms. Gass talk. “Dat na di big pivot.” 🔄👖🛍️
🌐 Sources
NOW IN BLACK AMERICAN SLANG
👖💡 Levi’s Flipping the Script on Your Denim Shopping Game 🛍️
In the Levi’s spot on Market Street in San Francisco, peep the fresh drip from the denim giant’s expanded lineup. Them mannequins drippin’ head to toe in Levi’s iconic denim gear. Black denim overalls rockin’ with light-blue long-sleeve denim tops, topped off with denim caps. Another vibe with a denim cross-body bag. Slide to the wall for a look at the blue jean jackets, letting you flex like a hippie, rancher, or rockstar—whatever fits your vibe. 💃👖🌟
“It ain’t just stacks on stacks of jeans,” peeped Michelle Gass as she scoped out the scene this month, just days after she took over as the big boss at Levi Strauss & Company. The mix of tops, churnin’ out faster than ever, matchin’ up with the jeans on deck in the store. 🚀👚💼
And check her fit that day—it’s the blueprint for what Levi’s is about now. Swapping her go-to black leather jacket, the signature look from her days at Kohl’s, for a dark-wash Levi’s trucker jacket and a ’90s-inspired midi denim skirt to complete the vibe. 🌆👗🧥
Ms. Gass, 55, ain’t just tryna make Levi’s the spot for jeans—it’s about bein’ the first stop for shirts, jumpsuits, and puffer jackets too. Her goal? Get folks coming back more often, ’cause people cop tops more often than bottoms. She’s tryna steer ’em to Levi’s spots, the website, and the app. 📱🛒👕
“When you’re settin’ up shops, when you’re building an e-commerce site, folks wanna explore and shop for more than just a pair of jeans,” Ms. Gass laid out. 🏬💻🛍️
This move is key in turnin’ the 171-year-old brand into a true retailer, not just a brand pushin’ its stuff in other folks’ stores.
Sales straight through Levi’s channels, known in the game as D.T.C., went up 11 percent in the latest quarter, while sales through spots like Macy’s, Kohl’s, and Amazon took a 2 percent hit. Overall sales stayed flat last year compared to the year before. 💼💰📉
That’s the challenge for Levi’s with investors expectin’ growth. Last year, they pulled in $6.2 billion. In January, Levi’s let Wall Street know they aim to hit $9 billion to $10 billion in sales eventually, though no specific date’s set. 💵📈🎯
But peep game—Ms. Gass and her crew ain’t playin’. Levi’s spots and the gear they sling there are key in reachin’ that sales goal. Within six years, they want 55 percent of sales comin’ straight from their spots, up from 42 percent now. 🏪📊🔝
“This move is about turnin’ the company into a full-on denim lifestyle retailer,” Ms. Gass stressed. “That’s the major switch-up.” 🔄👖🛍️
NOW IN ENGLISH
👖💭 Levi’s Encourages a Shift in Your Denim Shopping Perspective 🛍️
Inside the Levi’s store on Market Street in San Francisco, the denim maker’s newly expanded collection takes center stage. Mannequins are styled from head to toe in Levi’s signature denim attire. Black denim overalls are paired with light-blue long-sleeve denim blouses, complemented by denim caps. Another ensemble features a denim cross-body bag. A display wall showcases an array of blue jean jackets, allowing shoppers to channel their inner hippie, rancher, or rock star, depending on their preference. 💃👖🌟
“It’s not just walls and walls of jeans,” remarked Michelle Gass as she surveyed the store this month, shortly after assuming the role of chief executive officer at Levi Strauss & Company. The collection of tops, which Levi’s has been producing at an accelerated pace, matches the store’s inventory of jeans. 🚀👚💼
On that day, Ms. Gass’s outfit exemplified the direction the company is taking. She traded her signature black leather jacket, her go-to look during her tenure as chief executive at Kohl’s, for a dark-wash Levi’s trucker jacket and a ’90s-inspired midi denim skirt to complete the ensemble. 🌆👗🧥
Ms. Gass, 55, aims to position Levi’s not only as the go-to brand for jeans but also as the primary destination for shirts, jumpsuits, and puffer jackets. Her objective is to encourage customers to visit more frequently—since people typically purchase tops more often than bottoms—and to direct them to Levi’s stores, website, and mobile app. 📱🛒👕
“When you’re establishing stores, when you’re developing an e-commerce site, consumers want to explore and shop for more than just a pair of jeans,” Ms. Gass explained. 🏬💻🛍️
This strategy is a fundamental aspect of transforming the 171-year-old clothier into a bona fide retailer rather than a brand that primarily sells its products through other companies’ stores.
Sales through Levi’s direct-to-consumer channels, known in the industry as D.T.C., increased by 11 percent in its most recent quarter, while sales through retailers such as Macy’s, Kohl’s, and Amazon declined by 2 percent. Overall sales at the company remained flat in 2023 compared to the previous year. 💼💰📉
This poses a challenge for Levi’s as investors continue to anticipate growth. Last year, revenue amounted to $6.2 billion. In January, the denim company informed Wall Street of its plans to eventually increase total sales to $9 billion to $10 billion, although it did not specify a target date. 💵📈🎯
However, Ms. Gass and her senior leadership team have made it clear that Levi’s stores and the range of products they offer will play a significant role in achieving that revenue goal. Within six years, they aim for 55 percent of revenue to come from their direct-to-consumer business, up from the current 42 percent. 🏪📊🔝
“This entails transforming the company into what I would call a denim lifestyle retailer,” Ms. Gass emphasized. “That’s the major shift.” 🔄👖🛍️
